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Airlines want to be seen to be offering their customers the best value, whilst at the same time doing their utmost to ensure they maximise revenue.

Known as airline revenue management, airlines are refining the art of being able to adjust fares dynamically in real time while using increasingly sharpened software that considers the performances of its routes and services around the world.

We've all become used to the idea of the price of an airline seat varying according to the season, day of the week and time of day. This is dynamic pricing in action. The “new kid on the block” however is the setting of the price of an airline ticket according to the attributes of the customer i.e. personalised pricing.

If you spend any time researching on the internet for a flight you'll soon find that the price can be high one week, low the next - and the really confusing thing is that long-haul flights can often be cheaper than short haul destinations.